Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Kondiment How To Measure Online Succes
1. How to measure and optimize
online success
Lucian Despoiu, managing partner,
Robert Gibbs, managing partner
KONDIMENT GROUP GmbH
2. How to measure online success
Key topics
Measurement and optimization basics
(Lets Start with Analytics)
How to create a data-driven corporate culture
(company-perspective)
Business- Excellency through Analytics
(the next level)
Kondiment Group GmbH & Kombo - 60 seconds
(welcome to the elevator)
10. Lets Start - 2
Button: Media:
1. Sign Up 1. Get Involved Image
2. Family Image
2. Learn More
3. Change Image
3. Join Us Now 4. Barack’s Video
5. Springfield Video
4. Sign Up Now
6. Sam’s Video
11.
12.
13.
14.
15.
16. Lets Start - 2
Landing Page Variations
Button: Media:
1. Sign Up 1. Get Involved Image
2. Family Image
2. Learn More
3. Change Image
3. Join Us Now 4. Barack’s Video
5. Springfield Video
4. Sign Up Now
6. Sam’s Video
17. Lets Start - 2
Landing Page Variations
Button: Media:
1. Sign Up 1. Get Involved Image
2. Family Image
2. Learn More
3. Change Image
3. Join Us Now 4. Barack’s Video
5. Springfield Video
4. Sign Up Now
6. Sam’s Video
23. How to start - 4
Clickstream
Multiple
Outcome
Analysis
Experimentation
& Testing
Voice of
Customer
Competitive
Intelligence
Insights
24. How to start - 4
Clickstream The WHAT
Multiple
Outcome Analysis The HOW
MUCH
Experimentation
& Testing
The WHY
Voice of
Customer
The WHAT ELSE
Competitive
Intelligence
The GOLD
Insights
25. Lets Start - 5
Always Generate Actionability OUT of your Data!
NO REPORTS, BUT Analysis!
26. Lets Start - 5
Top content related to time on page compared with site’s average
33. Data-Driven Business Culture - 1
Create Visibility in the Boardroom for internet projects?
How?
Try to make business meaning of your data for your
directors/owners. (the very essence of Analytics)
Talk: Sales increase/decrease, Return On Investment for
every digital channel/campaign, Churn Prevention/Digital
Care Strategies,
Don’t talk: screen resolutions, unique visitors, page views
34. Data-Driven Business Culture - 1
</ul> <div class="footer_box_2"> <div class="flleft w140">KONDIMENT has three
individuals who have successfully passed the Google Advertising Professional Exam and five <a
href="/servicii/web-analytics.aspx">Google Analytics</a> qualified individuals and it is the first
Romanian company to become Google Analytics Authorized Consultant.</div> <div class="adwords"><a
href="https://adwords.google.com/select/ProfessionalStatus?id=xNOTxredp4mYKmTkfzWtmQ&hl=en_
US." target="_blank"><img src="/Templates/k/images/adwords.jpg" alt="Google Adwords" width="65"
height="65" /></a><br /><br /> <img src="/Templates/k/images/analytics.jpg" alt="Google Analytics"
width="65" height="65" /> </div> </div> </div> </div> </div> <div class="clear"></div> </div> <script
(
type="text/javascript"> var gaJsHost = ("https:" == document.location.protocol) ? "https://ssl." :
"http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var
firstTracker = _gat._getTracker("UA-9180787-1"); firstTracker._initData(); firstTracker._trackPageview();
secondTracker._setCampNOKey("ga_nooverride"); var secondTracker = _gat._getTracker("UA-1442125-
26"); secondTracker._initData(); secondTracker._trackPageview();
secondTracker._setCampNOKey("ga_nooverride"); } catch(err) {}</script> </form> </body> </html> <!--
35. Data-Driven Business Culture - 2
Don’t let Analytics Department/Internet Projects in the
hands of the technical people!
36. Data-Driven Business Culture - 3
Empower your data analysts!
Lets them try! Make errors! Optimize!
Business Lessons learnt
SCALE UP
(Hrabren S: “there is no golden bullet “ – RNM 2009)
49. Business Excellency - 1
Integrate data about your consumers through ALL
channels/touch-points/campaigns
50. Cross-Channel Analytics Integration - 1
Reporting & Analytics
Prospect,
Intergrated
Suppresion &
Campaign Data
Activation Data
Warehouse
Stores
All Prospect Data
Source Files
Data Quality Management & ETL
Customer Files Multi-Channel
Transaction Files Data Loading & Merge/Purge Data Source Synchronization Web Analytics
Suppression Files Preparation Processing Updates Rules Engine & Reporting
Maintenance Files
Input Source Files
Detinations
Conversion Campaign Mobile Email
Prsomtions &
Microsites Management Marketing Marketing
Surveys
51. Business Excellency - 2
Integrate the BI/Analytics Department in the
FULL Customer Engagement Cycle
52.
53. Business Excellency - 2
MESSAGEOPTI MESSAGE
CAPTURE
MIZATION DELIVERY
REACTION
MESSAGE CAPTURE
OPTIMIZATION REACTION
BEHAVIORAL
ENGAGEMENT DATA
SEGMENTS
CONTENT BEHAVIORAL
REQUIREMENTS DATA
INSIGHTS
INSIGHTS
54. KONDIMENT GROUP GmbH
- 140 people (FTEs) in the Group
- 4 + 2 offices: Bucharest, Munich, Chicago, Yerevan
+ Sofia, Istanbul
- Google Adwords Certified Company
- Google Analytics Authorized Consultant
- Google AdWords Seminar Leader for ROmania
- KOMBO.ro – in the process of becoming
GOOGLE AdWords RESELLER for ROMANIA